#Case Study · Creative Production Leadership

Đẹp Rạng Rỡ với Lazy Bee

Name: Đẹp Rạng Rỡ với Lazy Bee — BAEMIN Vietnam
Uploaded: 2023-05
Duration: 10 s
Description: In early 2023, BAEMIN launched Lazy Bee — its own cosmetics brand, developed for Vietnamese skin and first sold through the BAEMIN app. The first collection covered skincare (mineral mist, toner pads, masks) and makeup (cushion, lipstick). The brand needed a debut film so viewers recognise it as a brand of its own, and see each product clearly enough to want to try it.

Client: BAEMIN Vietnam · Lazy Bee
Role: Producer
Release: May 2023
Format: Brand launch film

Lazy Bee's debut film in the Vietnamese market (May 2023)

The Problem

In early 2023, BAEMIN launched Lazy Bee — its own cosmetics brand, developed for Vietnamese skin and first sold through the BAEMIN app. The first collection covered skincare (mineral mist, toner pads, masks) and makeup (cushion, lipstick). The brand needed a debut film so viewers recognise it as a brand of its own, and see each product clearly enough to want to try it.

What I Owned

Producer of the film — responsible for production of the first debut in the Vietnamese market, and for setting the shooting direction, the green-screen VFX and how the products are introduced.

Key Decisions

01

Set the shooting direction before the shoot

Each product in the first collection has a clear frame: someone using it, close on the face and the hands.

02

Shoot on green screen, key and composite with VFX

The brand controls the background, the colour and the rhythm between products completely, instead of depending on an existing location.

03

One consistent way to introduce each product

Every product is introduced the same way, so viewers understand the whole collection in one viewing instead of remembering items one by one.

How It Was Made

Inside BAEMIN's Branding Production team, Lazy Bee was one of the new brands supported with photo and video, focused on product and lifestyle for the app, social media and marketing materials. I was Producer of the debut film: coordinating the crew with the brand side and carrying the three decisions above through to the final delivery.

Results

Lazy Bee's debut film in the Vietnamese market (May 2023)
The first collection, skincare and makeup, introduced in one film

Takeaway

“When a brand is new, viewers need to recognise it before they listen to it. A clear way of shooting, a controllable background and one consistent introduction are enough for a first debut.”

Claim boundary: No view counts or sales results are claimed. Brand and market information follows public press coverage from 2023.

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